BuzzBack Healthy Skin Webinar - Global Results Sept 2013
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©2013 BuzzBack Not Just Skin-deep: Consumer Insights on Healthy Skin Join in the conversation online: @BuzzBack #BBWebinar
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NOW INCLUDING DATA FROM ADDITIONAL MARKETS - For more information, email [email protected] or visit our website www.buzzback.com. Learn how consumers in the US, UK, China, Russia, Brazil and Germany define and express Healthy – verbally, visually and emotionally. In this 20 minute webinar, BuzzBack’s latest global study on Healthy uncovers emotions and subconscious feelings associated with Healthy Skin. You'll learn how consumers: Express what healthy means to them visually and emotionally Define healthy skin and how they choose healthy products Describe and talk about their own skin and healthy aspirations Achieve healthy skin – the motivations, their process and their goals Assess skincare brands when it comes to being healthy BuzzBack’s new global Healthy study includes a range of general behavior and attitudinal findings, along with visual and emotional insights delivered via our unique and award-winning projective and enabling techniques such as eCollage, Blobs, and Thought Bubble. The study was fielded with consumers in the US, UK, China, Russia, Brazil and Germany.
Transcript of BuzzBack Healthy Skin Webinar - Global Results Sept 2013
©2013 BuzzBack
Not Just Skin-deep: Consumer Insights on Healthy Skin Join in the conversation online: @BuzzBack #BBWebinar
Why Healthy?
2
Where…
US
Brazil
UK
China
Russia
Germany
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2400 interviews
We will help you understand….
Imagery and Associations Emotions Products and
Categories Brands Important Attributes
Visual Associations
Words and products
Projective Techniques
Attribute Importance
HOW
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What is ‘Healthy’
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Health vs. Wellness Compared
Health Wellness
VS.
[Health is] a physical body being free from diseases and wellness [is an] overall balance of your physical, social, spiritual, emotional, intellectual, environmental, and occupational well-being.” US, Female, Age 37
Uncovering emotional and non-verbal insights
• Only 5-20% of decision making conscious - Zaltman, 1995 et al
• Use of imagery helps improve verbal dissonance - patients forgot 80% of verbal communication - graphical cues improve recall
• ± 80% of human communication non-verbal - Weiser, 1998
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eCollage – Image Frequencies (all countries)
9 Larger image = higher selection
= Top images across all markets (~15-35%)
eCollage – Stand Out Images by Market
10 Images with significantly higher selections than in 4 or 5 other countries
Important dimensions of healthy
Prescription for Healthy
Relationships and Happiness
Nature
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Important dimensions of healthy
Prescription for Healthy
There were lots of fruit and vegetables which are required for a balanced, healthy diet. I chose the scales with a piece of fruit on each end to reflect this thought. Somebody washing their hands to show that good hygiene is important for good health; also people exercising. UK, Female, Age 54
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Prescription for Healthy - Examples
“I chose images of colorful fruits and veggies which are known to contain wonderful vitamins and antioxidants. I chose the triangle of food groups because eating this way keeps our bodies healthy. I chose the yoga photos because yoga is an excellent way to become fit mentally and physically. I chose the people exercising because it is a good way to keep your body healthy but it also is excellent for your mind. Watching your weight is good for long life. Lean chicken is a healthy meat. The woman who is floating feels wonderful because she is healthy.” Male, Age 30
“There were lots of fruit and vegetables which are required for a balanced, healthy diet. I chose the scales with a piece of fruit on each end to reflect this thought. Somebody washing their hands to show that good hygiene is important for good health; also people exercising.” Female, Age 54
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Important dimensions of healthy
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Relationships and Happiness
“Healthy isn't all about going for a jog or eating lots of vegetables its mainly a mental thing!! A healthy mind is created via strong relationships, a balance of work/play life etc.” UK, Male, Age 18
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Relationships and Happiness - Examples
“Healthiness is not only about having good physical health. Even more important is having a positive outlook and good familial relations, and having friends.” Male, Age 36
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“Healthy lifestyle starts with family. Healthy lifestyle depends on healthy family and healthy children which leads to happiness. Healthy lifestyle starts with fresh air, clean water and healthy earth.” Male, Age 19
Important dimensions of healthy
“All natural, clean, and fresh all represent healthy” US, Female, Age 34 “Clean environment, staying calm, eating healthy foods and the presence of God” Brazil , Male, Age 27
Nature
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“For me, healthy starts with intact environment and nature. When nature is "natural" and unpolluted (clear pure water, healthy natural food), men will live a healthier life too. We will not have so many civilisation diseases.” Male, Age 56
Nature - Examples
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I chose these pictures because they make me think of happiness, nature, good diet, caring for body and soul and all that can be good to a person emotionally, physically and spiritually.” Male, Age 27
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Top word associations
Well-being Balanced/balance Active/Exercise
Fit Fit
Fit Fit
Fit
Strong
Strong
Strong
Happy
Sport Sport
Good looking
Diet
Diet
Cheerful
Love Peace
Fresh Vital
Nutrition Natural
Nutrition Natural Energetic
Energetic
Clean
Energetic
Natural Green
Wholesome
Clean
Organic
Vibrant
= common word associations = noteworthy word associations
Actions and Ability
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Actions taken to be healthy
DIET EXERCISE RELATIONSHIPS
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Ability to maintain a healthy lifestyle
~15% ~20% ~10%
~5% ~5%
~5%
~5%
~5%
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“It’s full of life, active and jumping. That’s how I see myself.” Female, Age 48, UK
“He/she looks energetic, happy vibrant. There is a burst of energy there. They aren't waiting to be entertained – can entertain itself.” Female, Age 54, US
“Having a healthy lifestyle means you need to get along with others and have good relationship with friends and relatives.” Male, Age 44, US
“Supporting and caring for each other indicates a balance in life/work.” Female, Age 51, UK
“I have an accountability friend that helps me to maintain my health goals.” Female, Age 61, US
“The love of your family around you also helps you to maintain a healthy lifestyle.” Female, Age 55, UK
Energetic & active healthy lifestyle (i.e. running, dancing).
Importance of keeping positive relationships reflected in one’s health.
Outside support from family, friends, spouses, etc. for maintaining healthy lifestyle.
Representation of ability to maintain a healthy lifestyle
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Fresh Fruits & Veggies
Organic Products Vitamins Exercise
Equipment
Water
= Top Association = Secondary Association
Meat Milk
Top Product Associations With Healthy
24 = Top Association = Secondary Association
Personal Care Destination/ Location
Food Beverages
Top Common Healthy Associations Per Category
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Get a Feel For This A look into healthy skin.
Blemish free Moisturized
Smooth
Glowing Clean
Problem free
Soft
Oil free
Clear
Wrinkle free
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Spot free Blemish free Glowing Smooth Moisturized
Clean
Problem free
Clear
Soft
Spot free Clean Moisturized Blemish free
Soft Protected from sun
Smooth
Wrinkle free
Color = Unique mentions Larger font = higher mentions
Describing Healthy Skin
Spot/ impurity free Smooth
Clear
Good/ fresh color
No wrinkles
No illness
Not dry or oily
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Smooth Clean Firm Even Acne/blemish free
Glowing
Gentle
Soft
Smooth
Non tanned/ fair skin Elastic Delicate Ruddy Glowing
Moist
Tender
Color = Unique mentions Larger font = higher mentions
Describing Healthy Skin
Dry Smooth Soft Oily Combination
Normal
Age spots
Acne
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Top words used to describe own skin
Dry Soft Spotty
Age spots
Clear
Oily
Sensitive
Smooth Soft Moisturized Clean Spot free Wrinkle free
Protected
Color = Unique mentions Larger font = higher mentions
Normal Dry Soft Smooth Healthy
Oily
Good
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Top words used to describe own skin
Normal Healthy Dry Oily Smooth Firm
Clear
Smooth
Elastic Non tanned/ fair skin Healthy Glossy
Dry
Oily
Dark
Color = Unique mentions Larger font = higher mentions
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Diet Product Usage Cleansing
Actions for Healthy Skin
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Top 6 Attributes Per Country*
* Based on Top 2 Box Attribute Agreement
Moisturizes my skin (~80%)
Protects my skin (~75%)
Prevents skin problems (~70%)
Prevents moisture loss (~65%)
Repairs my skin (~65%)
Makes my skin look smoother (~65%)
Moisturizes my skin (~65%)
Protects my skin (~65%)
Prevents skin problems (~60%)
Is non-allergenic (~60%)
Prevents moisture loss (~55%)
Is clinically tested or proven (~55%)
Moisturizes my skin (~75%)
Protects my skin (~75%)
Is clinically tested or proven (~70%)
Prevents skin problems (~70%)
Is non-allergenic (~70%)
Is recommended by my doctor/ dermatologist (~70%)
Product Attribute Importance
Blue = Noteworthy differences
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Top 6 Attributes Per Country*
* Based on Top 2 Box Attribute Agreement
Moisturizes my skin (~70%)
Protects my skin (~70%)
Provides intensive moisture (~65%)
Soothes irritated skin (~60%)
Repairs my skin (~60%)
Makes skin supple (~60%)
Prevents skin problems (~65%)
Eliminates acne (~65%)
Is non-allergenic (~65%)
Moisturizes my skin (~60%)
Soothes irritated skin (~60%)
Protects my skin (~60%)
Protects my skin (~80%)
Prevents skin problems (~75%)
Prevents moisture loss (~75%)
Moisturizes my skin (~75%)
Gives skin relief (~75%)
Provides intensive moisture (~70%)
Product Attribute Importance
Blue = Noteworthy differences
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Moisturizer/ Body lotion
Sunscreen Soap Face wash/ Cleanser Water
= Top Association
= Secondary Association
Top Healthy Skin Products
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Brand Associations for Keeping Healthy Skin
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Brand Associations for Keeping Healthy Skin
Prescriptive behavior
Supportive relationships
Reducing stress
Rest/ relaxation
Mental balance
Healthy
What healthy encompasses
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Product Usage
Protection
Cleansing
Diet
Healthy Skin is multi-dimensional
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Our partners
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Thank You!
Interested in learning more? Request our Healthy Skin Infographic or White Paper. Email [email protected] and request a reminder. Healthy
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